Less hassle, more control, and an inbound marketing strategy that actually works.
“Inbound” refers to marketing activities that bring visitors in, rather than marketers having to go out to get prospects’ attention. Inbound marketing earns the attention of customers, makes the company easy to be found, and draws customers to the website by producing interesting content.[ An important facet of inbound marketing is providing the customer with feedback channels to the company for creating both trustworthy relationships as well as for consultations and sales. This may be a phone number, a feedback form, live chat , or an automatic free callback. Many companies are now realising that their technical documentation, often considered a “necessary evil”, is authoritative, trustworthy content that can be a company’s most effective inbound marketing channel, generating more than half of overall site traffic and over half of lead generation.
We don’t want just any traffic to our site, we want the right traffic. We want the people who are most likely to become leads, and, ultimately, happy customers. Who are the “right” people? Our ideal customers, also known as our buyer personas. Buyer personas are holistic ideals of what your customers are really like, inside and out. Personas encompass the goals, challenges, pain points, common objections to products and services, as well as personal and demographic information shared among all members of that particular customer type. Your personas are the people around whom your whole business is built.
Once you’ve attracted website visitors, the next step is to convert those visitors into leads by gathering their contact information. At the very least, you’ll need their email addresses. Contact information is the most valuable currency there is to the online marketer. So in order for your visitors to offer up that currency willingly, you need to offer them something in return! That “payment” comes in the form of content, like eBooks, whitepapers, or tip sheets – whatever information would be interesting and valuable to each of your personas.
You’re on the right track. You’ve attracted the right visitors and converted the right leads, but now you need to transform those leads into customers. This is achieved by using a series of tools that convert because the customers to put up their hand and ask for a call. Many businesses have an existing database of clients and the Inbound way is all about providing remarkable content to our users, whether they be visitors, leads, or existing customers. Just because someone has already written you a check doesn’t mean you can forget about them! Inbound companies continue to engage with, delight, and (hopefully) upsell their current customer base into happy promoters of the organizations and products they love.